Aesthetic clinic websites built to the MHRA POM-advertising rules.
The single most-breached MHRA rule in UK aesthetics is the advertising of prescription-only medicines to the public. Botulinum toxin, dermal fillers, skinboosters, polynucleotides, prescription topical treatments — these can't be priced, branded or promoted on a public website. Our template doesn't list POM brand names or per-treatment toxin pricing anywhere; treatment menus funnel into private consultation instead. Works for both doctor-led and aesthetic-nurse-prescriber clinics.
What the MHRA rule actually says
Under the Human Medicines Regulations 2012, advertising of prescription-only medicines (POMs) to the public is prohibited. That includes naming brands, listing prices, and any promotional framing that constitutes 'advertising' as defined by the MHRA. The penalty is regulatory action, complaint records, and ASA referrals.
Practical implication: your aesthetic clinic's website cannot list 'Botox £200', 'Juvederm £400/ml', 'Profhilo £300' or any equivalent. The brand names go too — most are POM brand names.
What an MHRA-aware site looks like
Treatment menu lists generic categories ('Anti-wrinkle treatment', 'Dermal filler treatment') with no list pricing visible. Every POM-treatment page funnels into a consultation booking. The consultation is where appropriateness is discussed and a bespoke quote is given privately. Brand names are not used in any patient-facing copy.
Our Marylebone demo shows the full pattern in practice.
What's still allowed
Non-POM treatments can be advertised normally with pricing — chemical peels, microneedling, medical-grade skincare consults, HydraFacial-equivalent treatments. You can describe what an anti-wrinkle consultation involves, what realistic outcomes look like, who the practitioners are. You can't price, brand or promote the POM treatment itself.
Frequently asked questions
Our competitors price-advertise toxin. Why should we be more careful?
Because their website is one ASA complaint away from being shut down. Many of the highest-profile UK aesthetic regulatory actions in the past three years started with a competitor or patient complaint about a price-advertised POM. The risk asymmetry is huge.
How does the consultation pricing actually work?
Patients book a paid consultation (typically £75-150). At the consultation, the doctor assesses appropriateness and quotes the treatment fee privately. If the patient proceeds, the consultation fee often deducts from the treatment fee.
Ready when you are.
Built and owned by working NHS doctors and practice managers in North Wales.